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The market is shifting overall, with the sales of Guinness Zero projected to surpass the brand’s regular alcohol sales by 2027, he said, and major liquor companies investing in the non-alcoholic options. “Just because you don’t drink alcohol doesn’t mean you deserve a lesser experience,” Radke said.
For example: If you’re negotiating a contract in 2024 for a 2027 meeting, lock in menu pricing based on current prices. When it comes to F&B, negotiate a flat discount rate versus a discount if you achieve the contracted minimum. Food: Yes, plated dinners sets a certain tone. This see significant savings.
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